Reference no: EM132501591

Question 1: Discuss the role of demographics in relationship to integrated marketing communications.

Role of demographics in relationship to integrated marketing communication

• Integrated marketing strategy (IMC) is a strategy adopted by organizations to enhance marketing of products and services across various communication channels. The IMC helps the organization to ensure that it provides goods and services accepted in the market. A marketing strategy of late has shifted from mass advertising to concentrate on a particular target group for the products. Demographics has, therefore, an essential role in IMC.

• Demographics help in understanding the ideal customer, and therefore the organization can have the right strategy to advertise a commodity or a service. Every business specific customers. The business should have the characteristics of people using or likely to use a particular service in a given region (Luxton, Reid, & Mavondo, 2015). These include understanding the age, gender and social status which are essential in understanding the buying habits of people. Creating a customer's profile will help in delving deeper into what the ideal customers prefer, have a taste and also identify issues that can affect marketing of a product. Doing helps in creating marketing opportunities that target the ideal customers.

• Demographics also play an essential role in identifying new opportunities. Demographics will help in identifying the gaps in the marketing strategy. Any chief marketing officer needs to have a clear understanding of different consumer bases. Key demographic details can help in creating a marketing strategy that captures products and features based on the lifestyles of the customers. (Blakeman, R. (2018))

• Understanding the demographics will also help in understanding the best marketing communication channels that the organization will use. For instance, in the event the target population for a product is youths, the organization will way different ways of communication-based on the number of youths occupying a given location. It is evident that some communication channels may be expensive more so when the targeted population has a small size. When members are concentrated in one region, a business entity may opt to use campaigns rather than advertisements in media that target a large population that is diverse.

• Learning demographics is, therefore, an essential component in integrated marketing communications. It helps a business entity to have a good understanding of their customer thus diversify the correct marketing strategies which save the cost for the organization and therefore improve the operation of an organization.